Emerald Expositions, the parent of Outdoor Retailer, Surf Expo and Interbike, has reached an agreement to acquire the Snow Show from SIA. The merger is positioned to lead to a combined winter trade show.
According to documents obtained by SGB Media, the purchase price for the proposed sale is $16.7 million. The price may be adjusted based on prepaid expenses and cash collected by SIA prior to the sale.
News of the sale was widely circulated in a note sent to SIA members seeking approval of the sale. A meeting will be held May 24 at SIA offices in Park City, Utah. Approval of the sale requires the affirmative vote of at least a majority of the votes of all Premium (Regular) members present in person or by proxy at the special meeting.
SIA and Emerald Expositions declined comment on the deal.
According to the documents, the Board of Directors of SIA has unanimously approved a sale.
“SIA has been presented with an incredible opportunity,” wrote SIA in its note to members. “Emerald Expositions has come forward with a viable offer to purchase the Snow Show and the SIA Board of Directors is unanimously in favor of such a sale. Given that SIA has successfully been in the tradeshow business for the last 50 years, this was a decision that did not come lightly. However, after much discussion and debate, the Board of Directors felt strongly that Emerald would be a good steward for the Snow Show.”
SIA wrote that not only does Emerald understands the business needs of its exhibitors and attendees to help “the show flourish overall” but is positioned to support a combined winter show to offer wide benefits of the industry. SIA noted that as has been widely discussed, the outdoor and snow sports industries “have much in common,” including the sharing of retailers, reps, manufacturing resources, supply chain management, sustainability practices, and the end consumer.
SIA wrote, “A combined show means a more effective platform for our members to do business and a greater return on their tradeshow investment. This also means one less winter tradeshow in an increasingly congested tradeshow landscape.”
SIA will have a seat on the show planning committee to position itself as a “major supporter” of the combined show. SIA also plans to bring “new initiatives and tools to help grow our members business,” including research, education, participation, consumer outreach and retail support.
“Should there be member approval of the sale, SIA staff will present the board with a road map and a three year strategic plan for the organization in late July,” SIA wrote.
The letter notes that the board has been exploring opportunities for the Snow Show since fall 2016, including collaboration and/or sale of the show. SIA was engaged in discussions with the two leading tradeshow producers in the U.S. prior to its agreement with Emerald Expositions.
Overall, Emerald Expositions, which went public earlier this year, operates more than 50 trade shows, including 31 of the top 250 trade shows in the country, as well as numerous other events. In the active-lifestyle space, its shows include Outdoor Retailer, Surf Expo, Interbike, Imprinted Sportswear Shows (ISS) Sports Licensing & Tailgate Show, Sports and Swim Collective and Active Collective Shows.
Photo courtesy SIA
